American Greetings Properties has signed new master partners for its top brands. Hybrid Apparel/Hybrid Jem has been appointed as master apparel for the Care Bears and The Bridge Direct as master toy for Strawberry Shortcake.
The Bridge Direct is now planning a full range of new dolls and toys based on the new modern day Strawberry Shortcake and her friends from Berry Bitty City. The line will launch globally in fall 2014 and include dolls, play sets and plush.
“Strawberry Shortcake has been loved by kids around the world for over 30 years, and we’re excited to partner with The Bridge Direct to introduce a new line of toys for a new generation of children,” says Carla Silva, vice president of global licensing, AGP. “We expect these products to unlock a child’s imagination and capture all of the fun of Strawberry Shortcake, with the creative inspiration that The Bridge Direct puts behind all of its products.”
Hybrid Apparel/Hybrid Jem has been named as the U.S. master apparel partner for the Care Bears brand. Hybrid is now planning a full range of clothing for junior’s, girls and toddlers that will arrive at retail later this and will include fashion tops, fleece, leggings, tank tops, jersey dresses and t-shirts. The company is also planning a limited collection for men.
“Hybrid Apparel/Hybrid Jem are an innovative partner and their fresh design approach to Care Bears will offer diversity and expansion across retailers,” says Lindsay Martinez, vice president of licensing and business development, AGP. “We’re thrilled with the line they’ve shown us and can’t wait until it reaches consumers.”
The Care Bears are also going virtual in a new deal with Cyber Agent in Japan that will bring the brand to the Japanese virtual community Ameba Pigg. The collaboration, which was brokered by Mindworks Entertainment, AGP’s agent in the country, will see a new Care Bears community where users can purchase a virtual “surprise package” of Care Bears-branded clothes and accessories for their avatars.
AGP has also renewed its contract with Terajima Joho Kikaku for a line of Care Bears mobile app including icon packs, live wallpapers and mailer applications.